Advertising and the Bilingual Brain

June 24, 2016 Author: Roy Eduardo Kokoyachuk

Emotional Effect that Bilingual Advertising Has

ThinkNow Research co-founder, Roy Eduardo Kokoyachuk, was asked by National Geographic’s Spanish language cable channel, NatGeo Mundo, to help conduct some research on the effects of bilingual advertising on U.S. bilingual Hispanic consumers. NatGeo Mundo wanted to explore the emotional effect that bilingual advertising has on the human brain.

In this Spanish language program, Roy conducts qualitative research that suggests that the language we spoke as children has a more direct connection to our emotions. When logic and emotion are pitted against each other, emotion has a built-in advantage which has wide-reaching implications for advertisers trying to reach bilingual U.S. consumers.

Check out the video: